How to Restructure Your Bussiness Based Around Customer Experience

Most online brands we know and love have been around for long, have likely lived through their fair share of growing pains when it comes to providing a streamlined customer experience (CX) that keeps people coming back.

Many online businesses make the detrimental mistake of reducing CX to a supplementary factor in their brand image. In reality, it should be a cornerstone of the values they represent – take Zappos for example. To nearly everyone familiar with the digital landscape, a superior CX is practically synonymous with their reputation.

For the companies still trying to find the right formula that works for them, here are three ways to make sure your brand delivers outstanding CX.

1. Optimize Customer Journeys

Fine-tuning your customer journey is an ongoing process that requires constant attention. This involves knowing exactly how people go from being unaware of what you offer, to becoming loyal customers. Your analytics reveal ‘what’ your customers are doing, and ‘which’ of your digital channels are working to bring in new customers.

However, this data will only reveal so much. When it comes to enhancing the customer journey, the most effective advice actually comes straight from the source – the voice of the customer.

For this purpose, Medallia, a global CX management software company, released The Digital Voice of Customer Toolkit. This top-to-bottom resource focuses on the best ways for measuring and improving the customer experience across websites, mobile web, and mobile applications. A digital VoC program allows you to systematically engage with your customers, and gain comprehensive insights in real-time, on users’ interactions with your digital touchpoints.

From here, you will be able to identify the most effective methods to engage with the audience and gain meaningful feedback, which can take your business to the next level. Ultimately, a VoC program pinpoints the deeper meaning of the ‘why’ and uses feedback straight from the source. This feedback compliments the data that you collect from your analytics provider to improve customer satisfaction and experience.

2. Emphasize Persona

Your brand persona is how people see you and what impression you leave them with, after an interaction.

The harsh truth of conducting business digitally is that your competition is no longer confined to a specific geographic location. Brands are now faced with competition across their entire industry. That being said, brand loyalty these days is commonly built and developed based on the persona you project.

These unique characteristics should be present throughout your whole strategy – from your marketing messages to the actual products. Even more, it needs to speak to the existing and prospective customers in a manner they can easily relate to.

A great place to start with is archetypes. If your brand was a human being:

· What do they sound like?

· What do they look like?

· What is their general outlook on life?

· What is the most important thing to them?

· How do they interact with others?

For these answers, social media and web monitoring tools come in very handy. Tools like Brandwatch allow you to track relevant keywords, brand names, industries, and more to give you a better idea of who your ideal customers are, and how to speak their language.

3. Always A/B Test

The digital world is one that is constantly changing. This is due to the rapid advancement of the internet, e-commerce technology, and user mindsets. As a result, you cannot expect a formula for a good CX to work forever. As time goes on, you will need to refine the smaller details of how people use your digital channels.

This process involves personalizing website engagement at all stages, from knowing customer preferences all the way to the checkout. The more you experiment and gauge results, you’ll quickly learn that even the tiniest tweaks can make a world of difference. Perhaps the most frequently-tested aspects in strategies to increase website conversion rate are tweaking copy and calls to action (CTA) buttons. Doing something as simple as altering the color, text, or placement can boost your conversions.

Tools like Optimizely allow you to set up different versions of your website and landing pages to run customized tests that determine which approaches work well, and which ones can be scrapped. The program is equipped with heat maps, behavioral targeting, usability testing, and more to ensure your CX is constantly evolving alongside user preferences.

By consistently A/B testing variations across your website, you can increase online sales by up to 20%!


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